Marketing Achievement Awards Presented by AAM

Thirty awards for marketing accomplishment were awarded June 14 by the Association for Accounting Marketing at its annual award gala, which features awards in multiple categories: websites, branding, multimedia and maverick marketing.

Expert category judges, including professionals in marketing, advertising, communications and professional services, reviewed and judged 99 entries. Winning entries were recognized for the accomplishment of a specific goal or objective, executing a project strategically, and measurable results.

The categories and winners are as follows:

Advertising

  • Digital Advertising, Faw Casson
  • Paid Content Marketing & SEO Campaign, Anders CPAs + Advisors
  • Print Campaign: Total Spend of $24,999 of Less, Sol Schwartz & Associates PC
  • Print Campaign: Total Spend Above $25,000, Mazars USA LLP

Branding

  • Integrated Branding Programs: Budget Above $100,000, Postlethwaite & Netterville APAC
  • Integrated Branding Programs: Budget Below $100,000, Henry+Horne
  • Logo New or Refreshed, Lindquist LLP

Business Development Initiative

  • Customized Sales Initiative or Approach, Weinstein Spira

Collateral and Content Marketing

  • Announcements/Invitations, William Vaughan Company
  • Blogs, Henry+Horne
  • Brochures, Baker Tilly
  • Integrated PR Campaign, Collins Barrow Toronto
  • Publications and Newsletters, The Wolf Group

Events

  • Budget between $10,000 and $24,999, Henderson Hutcherson & McCullough
  • Budget less than $9,999, Rea & Associates Inc.
  • Budget about $25,000, Freed Maxick CPAs PC

Marketing and PR Campaigns

  • Client Service/Survey, Margolin Winer & Evens LLP
  • Direct Marketing Campaign, Rehmann
  • Integrated Marketing Campaign, Rehmann
  • Non-Technical Published and Featured Articles, Henry+Horne
  • Nurture/Lead Generation Campaign, EKS&H LLLP
  • Recruiting Campaign, Bergan KDV
  • Social Media Campaign, WithumSmith+Brown
  • Technical Published and Feature Articles, Baker Newman Noyes

Video and Multimedia

  • Program Budget above $10,000, WithumSmith+Brown
  • Program Budget below $9,999, Skoda Minotti

Website

  • Project Budget between $10,000 and $24,999, Henry+Horne
  • Project Budget above $25,000, Elliott Davis Decosimo
  • Project Budget below $9,999, BKD LLP

Members Choice

  • Website: Project Budget below $9,999, Whaley Hammonds Tomasello

AAM Announces Marketing Achievement Award Recipients

The Association for Accounting Marketing (AAM), the leading trade association focused exclusively on marketing and business development for the accounting profession, announced the recipients of its individual Marketing Achievement Awards (MAA) June 14 at its annual gala.

The event was held at the MGM Grand in Las Vegas during the organization’s 28th annual conference.

Jamie Thomas

Jamie Thomas

Jamie Thomas was inducted into the AAM Hall of Fame. Inductees must have 10 years or more of service and be known for their outstanding accomplishments as a leader of the association.

Thomas is a past president who helped AAM navigate through challenging times of transition and growth; served as a member and chair for various committees; spoken often at AAM conferences and has always said yes – many times before AAM even asked for help. Thomas happily shares experience with AAM members on many topics including how to get started at your firm, building firm culture, and so much more.

She is the first non-CPA to earn a partnership position with her firm The LBA Group of Jacksonville, Fla., which was acquired by Chicago-based BDO late last year.

Nicole Sterling was named Volunteer of the Year, which recognizes dedication to AAM, involvement on committees and/or special projects, as well as their professional accomplishments.

As chair of the website committee, Sterling, of RSW Accounting and Consulting of Montreal, Quebec, has given tirelessly to her role, whether it’s leading calls or working nights and weekends with other committees to ensure their sections of the website are working properly. From the new profile badges, to launching the marketer’s library, to building new sections and functionality, she’s constantly finding ways to maximize the ways to use AccountingMarketing.org, AAM Connect and the AAM Portal.

Jeshanah McLeod

Jeshanah McLeod

Jeshanah McLeod was honored as Rookie of the Year, which recognizes a marketer on the rise, who demonstrates distinction in the field. The Rookie of the Year shows creativity, initiative and ambition.

McLeod, of Lancaster, Pa.-based Brown Schultz Sheridan and Fitz, was hired as a marketing coordinator in September 2015. Her performance was deemed to be well above the expectations of the firm as she helped to revitalize her firm’s marketing efforts in her first year, which resulted in her title being changed to marketing director in February 2016. Educating the firm on the importance of marketing, this honoree presents initiatives in a way that helps the firm better understand how marketing initiatives benefit them.

Kucera Named AAM’s 2017 Marketer of the Year

Laura Kucera

Laura Kucera

Laura F. Kucera, chief marketing officer at New York-based Citrin Cooperman, has received the Association for Accounting Marketing’s (AAM) 2017 Marketer of the Year award, sponsored by INSIDE Public Accounting (IPA).

The winner was announced by IPA June 14 at AAM’s 2017 Summit in Las Vegas. The Marketer of the Year presentation was the highlight of the 23nd annual gala, which also honors winners of dozens of marketing achievement awards.

Kucera leads strategic marketing, communications and business development strategies for Citrin Cooperman, which is ranked among the top 25 largest firms in the country, according to IPA.

Citrin Cooperman CEO Joel Cooperman, who nominated Kucera for the award, praises her “marketing and business acumen, analytical mindset, motivational leadership skills and innate client-focused approach.” He says that her leadership has contributed to the firm’s significant growth of 17% in 2016, which included the joining of two firms and three new offices in New England, the development of four new consulting practice groups and the restructuring of the firm’s advisory services line.

Kucera led integration efforts for the newly joined firms, developed in-depth marketing and business development strategies for the New England market, formed a new international strategy group and launched a global go-to-market plan with Mark Fagan, MP of the firm’s Norwalk, Conn., office and board member of Moore Stephens N.A.

Kucera played an important role in pulling together a new technology and risk advisory consulting practice. She created a four-hour cross-selling class with Fagan and taught it to more than 100 staff. Finally, Kucera developed an in-house design team and launched a new visual identity for the firm.

“Citrin Cooperman’s brand awareness has grown tremendously under Laura,” says IPA Publisher Kelly Platt. “She’s a great communicator, mentor and morale-builder who has unified all professionals to do their part to grow the firm. She richly deserves this award.”

“I cannot think of a more deserving candidate for this recognition,” Fagan says. “Not only does Laura have a full-scale understanding of marketing principles, she has a deep understanding of the firm’s business goals and works relentlessly to implement strategies to achieve those goals.”

Alan Badey, MP of the Citrin Cooperman White Plains, N.Y., office, says Kucera “gets it.” Her knowledge of the profession, the marketplace and what differentiates the firm “has completely changed the look and feel of Citrin Cooperman both internally and externally,” he says. “She created our brand, ‘Focus on What Counts,’ which says everything about us and everything that our clients have come to expect from us.”

He adds, “Not only is she running our marketing and sales, she is involved with most significant initiatives in the firm – from mergers, to service line restructuring, to staff mentoring and infrastructure upgrades.”

This is the fourth year that IPA has sponsored the Marketer of the Year award. A panel of independent judges, who are themselves leaders in the profession, were selected by IPA to review and score each of the nominees.

Wipfli Names New Executive Marketing and Development Officer

Ellen Trytek

Ellen Trytek

Milwaukee-based Wipfli (FY16 net revenue of $228 million), one of the top 25 accounting firms in the U.S., recently named Ellen Trytek as the firm’s executive marketing and development officer.

Trytek is a veteran marketing executive with extensive experience creating and delivering business and marketing strategies to grow professional services, consulting and business-to-business service industries. In this position, Trytek will lead the firm’s marketing team in the development and execution of the firm’s integrated branding and marketing strategies and initiatives.

“Having led global marketing efforts at two top national professional services firms, her extensive experience in branding, communications and business development will be invaluable in helping the firm continue to grow its market presence,” says Rick Dreher, Wipfli’s MP.

Trytek, with over 30 years of experience, has led the marketing functions for several national professional services firms through a number of leadership positions, including positions as chief marketing officer of the national law firm Drinker, Biddle & Reath and chief marketing officer of the national accounting firm CliftonLarsonAllen.

AICPA Launches New Branding

The AICPA is rolling out new branding in conjunction with the Chartered Institute of Management Accountants and their joint venture, the Association of International Certified Professional Accountants.

The move will create unified branding for all three organizations, sharing the sphere logo and the same color palette. Currently only the logo for the association has been released; the rest of the rebranding will be announced in the coming weeks, and is expected to be completed by the end of 2017.

The rebranding was announced in a letter to members from institute chair Kimberly Ellison-Taylor and CIMA president and association chair Andrew Miskin.

“This new brand signals that we are part of one global family with a shared commitment to public and management accounting as we come together through the Association,” says Ellison-Taylor and Miskin. “The same logo, colors and other attributes will appear across our brands to represent a consistent beacon of quality and integrity around the world.” The new look was extensively tested with members and students, who described it as “professional, visionary, dynamic and influential,” they say.

Monestime Named Chief Marketing Officer at Gray, Gray & Gray

Kelly Monestime

Kelly Monestime

Canton, Mass.-based Gray Gray & Gray (FY15 net revenue of $19.4 million) has announced that Kelly Monestime has been named chief marketing officer.

Monestime joined Gray Gray & Gray in 2004, and previously served as the firm’s director of marketing.

“Kelly Monestime has played a significant role in the growth of our firm over the past decade,” says MP Joe Ciccarello. “Her leadership of our marketing and business development efforts has been exemplary, and she and her team have succeeded in creating a clearly defined brand for the firm.”

LinkedIn Launches Facebook-like Redesign; Facebook Adds Job Search

While LinkedIn has launched a redesign that makes it look more like Facebook, Facebook has added a job search function that’s a lot like LinkedIn.

Both changes came about in the last couple of months. LinkedIn launched what it called a “complete overhaul” of its design in January, and Facebook allowed users to search and apply for jobs in February.

LinkedIn says its redesign was intended to provide a “more intuitive, faster” and more valuable experience. “Our goal is to ensure you can seamlessly access the most relevant professional conversations, content and opportunities whether you’re on our mobile app or on our desktop experience,” the company says. LinkedIn users say it looks and acts more like Facebook now.

LinkedIn is the most-used professional networking and job recruiting social media site, but Facebook’s new feature allows companies to publish a job posting on their page. Facebook users can click an “apply now” button that leads them to a page that is pre-populated with your name and any education or employment history that you’ve agreed to make public. A 1,000-character text box allows for a note, although resumes can’t be uploaded. The information then goes to the company in a Facebook message.

“Businesses and people already use Facebook to fill and find jobs, so we’re rolling out new features that allow job posting and application directly on Facebook,” Facebook vice president Andrew Bosworth said in a statement.

Wired magazine calls LinkedIn’s “blatant cribbing” of Facebook “smart.” In a Jan. 20 article, Wired says, “People know how to use Facebook, but even company co-founder Reid Hoffman once called the old LinkedIn ‘confusing.’ Amy Parnell, the company’s senior director of experience design, was more charitable when she said it had ‘too much noise, too much cognitive load.’ ”

LinkedIn’s cleaner look is easier to digest, thenextweb.com reports. “It’s more Facebook-like, which for a lot of people – especially new members – will mean something more familiar. Anything that gives people a reason to stick around is a win for LinkedIn.”

Postlethwaite & Netterville Launches New Brand Identity

Baton Rouge, La.-based Postlethwaite & Netterville (FY15 net revenue of $53.2 million) has unveiled a new corporate brand identity. The modern brand includes a new logo, tagline and redesigned website.

The firm’s updated website (www.pncpa.com) showcases the collective experience of the team and the firm’s approach to meeting clients’ individual needs. The new logo includes a symbol that combines the letters “P&N” to represent a “unified whole,” meaning the entirety of the firm is greater than the sum of its parts. “P&N: A Clearer Path” describes how the firm helps clients navigate complex regulations, ever-changing technology and constantly evolving practices.

“Our new corporate brand represents the firm’s focus on creating simplified pathways for our clients. It reflects the evolution of P&N’s diverse professionals and services, as well as the exceptional value we offer clients,” says Rachael Higginbotham, marketing director.

In addition, P&N is consolidating the P&N Tech brand into the parent brand. Going forward, the technology subsidiary will be branded collectively as Postlethwaite & Netterville (P&N). As the firm’s services have diversified, technology has become more integrated into traditional services.

“Just as our industry and the needs of our clients have evolved, our firm has changed, and it is time to update our brand to illustrate our progression,” says Bill Balhoff, managing director and CEO.  “While we may look a little different, our core values remain the same. We are a firm focused on quality.”

Withum’s Latest Video Aims to Bust Stereotypes

Princeton, N.J.-based WithumSmith+Brown (FY16 net revenue of $147.1 million) has produced its annual ‘State of the Firm’ video, and this one takes aim at accountants’ reputation as being boring bean counters.

As the firm says, “Withum is not your parents’ public accounting firm. Not even close.”

MP and CEO Bill Hagaman says, “We unveiled a video showcasing how Withum and its more than 800 employees are shattering industry stereotypes – as number crunchers, journal jugglers and pencil pushers – that have plagued our profession for decades. At Withum, we genuinely get excited about our work – we have passion and fun and look beyond the numbers on a piece of paper.”

An IPA Best of the Best firm, Withum is ranked No. 27 on the latest IPA 100 list.

According to Hagaman, Withum employees are financial artists, so to speak. “Our firm is a place where creativity, innovation and diverse thought processes are encouraged and expected. This is our strength and how we express our underlying values – the Withum Way – internally and to our clients.”

During Withum’s annual State of the Firm meeting, Hagaman also provided staff an overview of the firm’s strategic plan for organic and service-area growth. In addition, he offered a favorable forecast for accounting as a career.

INSIDE Public Accounting Again Partners with Association for Accounting Marketing; Nominations Open For 2017 Marketer of the Year

INSIDE Public Accounting (IPA) is proud to announce that it is sponsoring the Association for Accounting Marketing’s (AAM) Marketer of the Year Award for the fourth year, and is soliciting nominations during the month of January.

The award, presented annually at AAM’s Summit, recognizes an individual who has demonstrated exemplary performance in the field of accounting marketing. To be eligible, all nominees must have held a senior-level marketing position in an accounting firm for at least three years, although not necessarily at the same firm.MOY 2014_Final Image

“We’re proud to once again sponsor the Marketer of the Year award in 2017,” says INSIDE Public Accounting Publisher Kelly Platt. “IPA views the sponsorship as an extension of our long-standing commitment to the accounting profession. We’ve been recognizing ‘Best of the Best’ firms in the nation for more than 20 years, and it’s a pleasure to also recognize the dedicated and creative marketing professionals who help their firms succeed.”

Past Marketer of the Year award winners include Rhonda Maraziti of Princeton, N.J.-based Withum in 2016, Eric Majchrzak, of Tucson, Ariz.-based BeachFleischman in 2015, and Randy Mowat of Calgary, Alberta-based MNP in 2014.

Nominations should be submitted online by Jan. 31, 2017. Nominations are not anonymous, and self-nominations are welcome. Previous nominees are encouraged to re-apply.

Nominees will be judged on their strategic importance to their firm and their impact on helping the firm achieve its goals. Financial results, communication skills, execution of initiatives and leadership will also be considered. Nominees will be asked to fill out online applications by Feb. 21.

The Marketer of the Year Award will be presented at the Association for Accounting Marketing’s 2017 Summit, held in partnership with the AICPA’s ENGAGE conference, set for June 12-15 at the MGM Grand in Las Vegas.

Please contact Christina Camara at moy@plattgroupllc.com with questions about the award. For information about the Association for Accounting Marketing and its annual summit, call AAM at (856) 439-0500 or visit the Summit website.

The Platt Group publishes the award-winning INSIDE Public Accounting newsletter and IPA Annual National Benchmarking Report. IPA provides thought leaders across the nation with practical ideas, benchmarking data and information to help firms succeed. To learn more about The Platt Group and IPA, please call (317) 733-1920 or visit www.insidepublicaccounting.com.

The Association for Accounting Marketing (AAM) promotes excellence, and elevates the professional stature of marketing, business development and other practice growth professionals to the accounting profession, directly impacting members’ professional development and careers through education, networking and thought leadership. Founded in 1989, AAM has more than 700 members, comprised of marketing professionals, business developers, CPAs, consultants, service providers, educators and students. To learn more about AAM, please call (856) 380-6860 or visit www.accountingmarketing.org.